Optimizing

Social Media
With Facebook &
Instagram Ads
Presented by Aditya Tri Putra
Hey I’m,
ADITYA TRI PUTRA
I am a full-time Social Media Strategist,
part-time gardener, with a dream to
become a fashion designer!

● 2021 - Current | Social Media Strategist at Gojek

● 2019 - 2021 | Social Media Ads Campaign
Specialist at Gojek
● 2018 - 2019 | Ads Specialist at Mediatics
Does anybody here still have the question like this

Are social media ads worth my penny?

If yes…...
 Highest Monthly Active User Highest Monthly Active User
3rd Mobile Apps in Indonesia
2nd Mobile Apps in Indonesia

Most Used Highest Time Spend

3rd Social Media Platform in Indonesia
2nd Social Media Platform in Indonesia

Highest Time Spend Most Used

3rd Social Media Platform in Indonesia
4th Social Media Platform in Indonesia

Source: https://datareportal.com/reports/digital-2021-indonesia
 How Big is Your Effort
1. To craft the organic content?

How Big is Your Reach

2. With relying only on organic?

Do You Have Control

3. of your content to exposed to
the right audience?

How Effective is Your Organic

4. Content
Is leading to sales?
The Million Dollar Question Is……..

Is It Still Worth To Rely Only on Organic

Performance?
 ● You Can Start Small

The
● No Need to Be a Professional
● More Precise Targeting

Benefits ● Measure Everything

Facebook & Instagram Ads ● Set Specific Objectives

● Variety of Ad Format
Introduction of
Facebook Ads

Let’s learn about the

fundamentals first!
 The Hierarchy

Facebook Business Manager

Facebook Ads Manager

Ad Account Ad Account

Campaign Campaign

Ad Set Ad Set Ad Set Ad Set

Ad Ad Ad Ad Ad Ad Ad Ad Ad Ad Ad Ad
Business Manager
The Headquarters
Manage & organize your business in terms
of facebook universe related:

● Manage Business (Pages, account,

etc)
● Assign employee for specific
access
● Event & Tracking Management
● Create Audience
● Create Ads
● Reporting & Insights
Ads Manager & Ad Account
Your ads watchtower
All-in-one tool for any of ads purpose:

● Managing ads structure

● Track ads performance
● Create & edit ads

Pro tip: Manage your ad account breakdown by

client/products for more structure data tracking
Campaign, Ad Set, & Ads

Choosing the objective for

your ads

Targeting, Budgeting, Ads

Schedule, and placement

Creating/Choosing
creative, Selecting CTA,
Selecting Landing Page
How to Set Up
Facebook Ads

Step by step to start the

facebook ads
#1
Access Ads Manager
#2
Define Your Objective

This is the most important step

as it signals the system to
target the accurate audience
based on their behavior on
social media.

Pro tip: If you want to drive comments, try to use traffic

instead of engagement
#3
Set Your Naming
Convention
Never ever underestimate the
naming convention for your
ads!

Campaign Name:
yymmdd_Platform_Product_Campaign_Objective

Ad Set Name:
yymmdd_Platform_Product_Campaign_Objective_G
eographic_PsychographicTargeting_Age_Gender

Ad Name:
yymmdd_Platform_Product_Campaign_Objec
tive_Geographic_PsychographicTargeting_Age
_Gender_ContentType_AdName_Size
#4
Set Your Budget &
Schedule
There are two types of budget:

● Daily Budget
Aim for day to day consistency
spending

● Lifetime Budget
Day to Day spending may not be
inconsistent, the spending
fluctuate throughout campaign
Pro tip: Avoid short period for ads, FB ads algorithm
period requires a few days to learn from your ads data
#5
It’s Time to be a Sniper!

The meat for your ads! Time to

set up your target. Generally
there are two audience in FB:

● Facebook Core Audience

● Facebook Custom
Audience

Pro tip: Keep your audience size big enough but still
relevant
The Audience
Facebook Core Audience
The audience are determined through Facebook’s
data source that are collected through its app
user based on their behavior and audience profile
Facebook Custom Audience
Custom Audience is an ad targeting option that
lets advertiser find existing audiences among
people who are on Facebook with the data source
from outside of the app

● Geographic ● Customer List

● Age ● App User
● Gender ● Website User
● Interest, Behavior, Job Titles ● Lookalike Audience
● Gender Targeting
● Language
● Device Types
● Device Operating System
#6
Set Up Your Ads
Placement
Time to decide where your ads
will displayed in Facebook
Universe. There are 4 types of
placement:

● Facebook
● Instagram
● Audience Network
● Messaging
Pro tip: 4+ Placement is highly recommended in ads
placement to gain optimal reach
#7
Time For The Creative Set
Up
This is where your creative side
take over, Go give them those
Citra Pariwara worth ads
creative, and some Pulitzer
Awards worth caption!

Pro tip: Avoid using the same size for all placements, as the
preview will not look so good
1. Who’s the wife of Mark Zuckerberg?
a. Priscilla Chan
b. Taulah Riley
c. Melinda French

2. In what level you set up your targeting?

a. Campaign Level
b. Ad Set Level
c. Ad Level

3. Why it is not recommend to run ads with short

period/less than 3 days?
a. Facebook Ads Policy doesn’t allow the ads to run
less than 3 days
b. FB system need few days to learn from audience
behavior
c. Facebook ads review process is take more than
3 days
Optimize
Facebook Ads
Yes, your job is not done
yet...time to make the ads
impactful
Use Case:
Kolaborasi #HariJadi

Background
To celebrate Gojek’s 10th anniversary, we created the social
media activity where audience need to created their own version
of progress to learn/achieve something and post in their own
Instagram account

Objective: Get audience to participate in social media activity

Asset: Website as Hub for social media activity information

details

Platform: Facebook & Instagram

 So How Can We Support This Social Media
Activity Through Facebook & Instagram Ads?
#1
Define Your Targeting

Always target relevant

audience using Facebook Core
Audience or Facebook Custom
Audience. Remember, Keep the
audience size big enough yet
still relevant.
#2
Do A/B Testing
100% Ads Budget

Whenever you are at the 10% Ads Budget

crossroad, you could always do for A/B Testing

some a/b testing first! Few of

testing you could do: 50% for Facebook 50% for Instagram

● Placement
● Audience
● Creative 90% Budget for the
winner of A/B
Testing
#3 Monitoring Your Ads

Volume Quality Cost

Metrics Metrics Metrics

Measures the magnitude of Measures the value or Measures the level of

our strategy result performance of our strategy effectiveness of our strategy
i.e: engagement rate, based on cost
i.e: reach, impressions,
engagement, views conversion rate, click i.e: cost per impressions, cost
through rate per click, cost per unique
reach
Source: Metha Dwi Karina Social Media Analytics for Better Social media Strategy
#4
Never Put Trust Only in 1
Data Source
Rely on 1 source data may get you
to wrong directions, you should
push your data further with other
data source, here’s some
example

● Google Analytics
● AppsFlyer
● Branch
● etc
#5
Time For A Refreshment

If your campaign has run for quite

some time it may get into ad
fatigue, and it’s a good time to
switch with a new creative.

Here’s few symptoms of ad

fatigue:

● Increasing in Cost Metrics

● Quality Metrics Drop
● Impression Drop
#6 Monitoring Your Ads….Again

Volume Quality Cost

Metrics Metrics Metrics

Measures the magnitude of Measures the value or Measures the level of

our strategy result performance of our strategy effectiveness of our strategy
i.e: engagement rate, based on cost
i.e: reach, impressions,
engagement, views conversion rate, click i.e: cost per impressions, cost
through rate per click, cost per unique
reach
Source: Metha Dwi Karina Social Media Analytics for Better Social media Strategy
THANK YOU
This is where you
start section 2
Main Point
Put Your Title Here
Subtitles here

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sed do eiusmod tempor incididunt ut labore et dolore
magna aliqua. In metus vulputate eu scelerisque felis
imperdiet proin fermentum leo.
 Put your title here
This is there you would section out
your presentation
 Our audiences are adult learners. They are
2. Case Study relevancy-oriented and learn from real life experiences.
Use real cases to give example about the concept you
are sharing.

Explain Broaden
theories better. learner’s perspective.

Put any real life cases that
utilize your theory to help
them understand.
At the end of your lesson, show
some cases from your / other
brands to help learners get
different insights from different
point of view.
 3. Presentation
Deck

Include these items as the basic of And also, ensure that..

your deck..
❏ You put icons, image, chart etc to help
learners to visualize better
❏ Your profile & Experience
❏ Class outline or agenda ❏ You complete the visuals with explanation
❏ Main lesson in text (so learners can use the deck to
❏ Case-study learn later in their own time)
❏ Best practices
❏ If your slide is too wordy, split it.
❏ Key takeaways
❏ The deck is readable for everyone and
from any devices.
Lastly, here are things that
we highly suggest..

Please do…. And don’t….

Recommend other edu-tech brands or other

Give other references such as books,
free learning platform (with all due respect
podcasts, and/or videos
from GEC team :))

Have two-ways interaction with our Forget to treat them like an adult. They have
audiences. Give intriguing or trivia opinions and things to share (even about
questions and let them answer in how they feel about what you share). Ask
comment. them!

Have fun and treat your class as your own Hesitate to engage with them and build new
project! network from your class
Thank you and here is
your template...
How to Create
Business Manager

Step by step to create the

facebook business
manager